Kraft Food Case Study

2606 Words Jun 2nd, 2011 11 Pages
Step 1: Identify the firm’s existing vision, mission, objectives and strategies.

Kraft Foods Vision Statement • “Helping People Around the World Eat and Live Better." • “Make Today Delicious” The following core values guide Kraft Foods actions as they strive to achieve the mission and vision :
-We inspire trust
-We act like owners
-We keep it simple
-We are open and inclusive
-We tell it like it is
-We lead from the head and the heart
-We discuss. We decide. We deliver

Step 2: Develop vision and mission statements for the organization.

Kraft Foods Vision Statement
We have provided below the content of the Kraft Foods Vision Statement which details their vision of the future. An effective and successful Vision Statement is
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2- Concern about healthy food and obesity are increasing and some companies criticized that the Kraft food produce food that contains unhealthy fats and also high in calories that will trigger obesity and other illness.

3-Nestle product going to be the largest threat to Kraft food because Nestle is more than just a food company, they produces health and beauty and pet care products. Nestlé’s gain revenues mostly from international sales while Kraft Foods Inc. is primarily a North American company.

4-Domestically, ConAgra Foods are the largest firm that Kraft Foods competes with (in US market). ConAgra Foods has got a lot of trusted brand name and their consumer brand are found in 97% of U.S. household and 26 are ranked first or second in their categories.

5- ConAgra Foods also has very significant presence in commercial food products and is one of the nation’s leading specialty potato providers to restaurants and foodservice establishment. It is really hard for Kraft Foods Inc. to beat them in this industry.

6-Salmonella contaminated fruits and nuts are found in one of Kraft manufacturing in Illinois in December 2007, same cases happen again in September 2008. Test showed that tainted nuts came from a California-based supplier, Setton Pistachio of Terra Bella, Inc.

7-Food safety program have been adopted recently as issues of chemical and bacterial contamination and new food-borne pathogens remain a public health concern.

Step 4:…